Description

Features

• “On the Job: A Multicultural World” boxes feature updated real-world cases from all over the world to enable students to broaden their understanding of multicultural audiences and cultures.
• “On the Job: Insights” boxes explain public relations tactics and standards, as tested and approved through trade associations, major firms, and corporate departments. 
• “On the Job: Ethics” asks students to form their own opinions regarding current ethical issues in the field, and to estimate the impact of their decisions. 
• “PR Casebook” presents a real-life PR situation by examining the public relations choices made by well-known companies, institutions, and individuals. 
• “PR Case Activity: What Would You Do?” gives students real-life situations to ponder and prompts them to think about the outcomes of their choices.
• Words of advice from notable public relations professionals reiterate important themes of the text and pique student interest.

New To This Edition

• Chapter 11, “Reaching a Multicultural and Diverse Audience,” has been considerably updated with greater emphasis on reaching diverse audiences that include different age groups, cultures and physical disabilities.
• Technology coverage has been heavily updated throughout the book, particularly in chapter 13, "New Technologies in Public Relations," and the three tactics chapters (chapters 14, 15, and 16). The new coverage is more applied in nature, and helps students understand the impact of technological innovations in public relations today and in the future.
• Chapter 2, “The Evolution of Public Relations,” discusses the direction of trend lines in public relations and potential challenges PR professionals may face in the next 50 years.
• Over 75% of the PR Casebooks are entirely new and include contemporary topics including the iPhone, China’s international reputation, Hurricane Katrina, Duke University’s Lacrosse Scandal, and online campaigns.
• New On the Job boxes contain current examples of moral dilemmas faced by practitioners followed by questions for students to consider as they read or as part of a lively classroom discussion in the classroom. Topics range from Michael Vick’s dog-fighting charges to Bank of America’s campaign in the Hispanic Community and Harry Potter’s press coverage.

INTRODUCING MyCommunicationLab for Public Relations: This state-of-the-art interactive and instructive solution for introductory public relations courses is designed to be used as a supplement to a traditional lecture course, or to completely administer an online course. The site gives instructors and students access to a wealth of resources all geared to meet the individual teaching and learning needs of every instructor and every student. Combining an E-book, a portfolio builder, multimedia, video clips, activities, research support, practice tests, and exams, MyCommunicationLab for Public Relations engages students and prepares them to enter the world of public relations. Access code required. Visit www.mycommunicationlab.com or contact your Pearson Arts & Sciences representative for additional information. MyCommunicationLab for Public Relations will be available with Wilcox & Cameron's Public Relations: Strategies and Tactics 9e for Fall 2008 classes!

Table of Contents

Part 1: Role

Chapter 1: What Is Public Relations?

Chapter 2: The Evolution of Public Relations

Chapter 3: Ethics and Professionalism

Chapter 4: Public Relations Departments and Firms

Part 2: Process

Chapter 5: Research

Chapter 6: Program Planning

Chapter 7: Communication

Chapter 8: Evaluation

Part 3: Strategy

Chapter 9: Public Opinion and Persuasion

Chapter 10: Conflict Management: Dealing with Issues, Risks, and Crises

Chapter 11: Reaching a Multicultural and Diverse Audience

Chapter 12: Public Relations and the Law

Chapter 13: New Technologies in Public Relations

Part 4: Tactics

Chapter 14: News Releases, Media Alerts, and Pitch Letters

Chapter 15: Radio, Television, and the Web

Chapter 16: Media Interviews, News Conferences, and Speeches

Part 5: Application

Chapter 17: Corporations

Chapter 18: Politics and Government

Chapter 19: Global Public Relations
Chapter 20: Nonprofit Organizations

Chapter 21: Education

Chapter 22: Entertainment, Sports, and Travel

Courses

Introduction to Public Relations  (Mass Communication / Public Relations / Film)

Previous Edition(s)

• Public Relations: Strategies and Tactics, Study Edition, 8/E
  Wilcox & Cameron
  ©2007  |  Pearson  |  Paper; 704 pp  |  Out of Print
  ISBN-10: 0205491685  |  ISBN-13: 9780205491681
    Brief Description  | 

  

  Designed to give your students the extra support they need to succeed in your classroom, our Study Edition of Wilcox's Public Relations: Strategies and Tactics offers perforated chapter practice tests at the end of the textbook, an optional Practice Test Solutions Manual, and an Instructor's Testing Manual with solutions to the practice tests.

   

  Containing the same engaging and effective features that have made Public Relations: Strategies and Tactics such a success, the Study Edition offers an additional bonus: perforated chapter quizzes. Because the answers to the practice tests are not included in the Study Edition, instructors can use the tests as quizzes or as extra homework. If instructors prefer to give students the option of checking their own results, they can package the Study Edition with our Practice Test Solutions Manual (ISBN: 0-205-50728-X). Also included with this option is our Tutor Center Access Card to provide students with extra study support from our qualified Tutor Center professionals by phone, fax, email, and the Internet. With either ordering option, students get a valuable and effective study system not found in other books!

   

  Using real-life case studies, Public Relations: Strategies and Tactics helps students better understand the basic concepts, strategies, and tactics practiced in public relations today. The text presents an engaging and comprehensive overview of the principles, concepts, and methods of public relations.

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Next Edition(s)

• Public Relations: Strategies and Tactics, 10/E
  Wilcox & Cameron
  ©2012  |  Pearson  |  Cloth; 624 pp  |  Instock
  ISBN-10: 0205770886  |  ISBN-13: 9780205770885
  Suggested retail price: $152.20  Buy from myPearsonStoreNet price: $91.50  (What's this?)Brief Description  | 

  

  Comprehensive and current, Public Relations: Strategies and Tactics, Tenth Edition, clearly explains to students the basic concepts, strategies, and tactics of today’s public relations practice. The tenth edition emphasizes the application of the Internet and social media for programs and campaigns. It encourages student to actively engage in critical thinking, analysis, and problem solving.

   

  Public Relations: Strategies and Tactics uses real-world case studies and examples to explain the basic concepts and theory behind modern public relations practice. This comprehensive text is grounded in scholarship and includes references to landmark studies and time-honored public relations techniques. The writing is geared to undergraduates, and many colorful charts and photos are used to enhance major concepts.

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Backcover Copy

Public Relations: Strategies and Tactics, 9/e

Dennis L. Wilcox, San Jose State University
Glen T. Cameron, University of Missouri

Comprehensive and current, Public Relations: Strategies and Tactics helps students understand the basic concepts, strategies, and tactics practiced in public relations today. Grounded in scholarship, this ninth edition includes landmark case studies to help students relate relevant public relations theory to the actual practice of public relations. Written in a disarming and accessible style, this edition focuses on the application of technology and encourages students to think about creative uses of new media.

New to the ninth edition:

• “Reaching a Multicultural and Diverse Audience” (Ch. 11) emphasizes and explains strategies for reaching diverse audiences that include different age groups, cultures and physical disabilities.
• New On the Job boxes contain current examples of moral dilemmas faced by practitioners, followed by questions for students to consider as they read or as part of a lively classroom discussion in the classroom. Topics range from Michael Vick’s dog-fighting charges to Bank of America’s campaign in the Hispanic Community and Harry Potter’s press coverage.
• Nearly all new PR Casebooks relate contemporary topics to central concepts in public relations and include the iPhone, China’s international reputation, Hurricane Katrina, Duke University’s lacrosse scandal, and online campaigns.
• “The Evolution of Public Relations” (Ch. 2) discusses the direction of trend lines in public relations and potential challenges public relations professionals may face in the next 50 years.

What one reviewer says about Wilcox and Cameron’s Public Relations: Strategies and Tactics:

“Wilcox and Cameron have the best introductory textbook on the market.  It is very complete, well organized, and I always tell my students that, ‘almost everything you need to know about public relations is in this textbook.’”

-  Robert Carroll, Ph.D., York College of Pennsylvania

MyCommunicationLab CourseCompass with Pearson eText -- Instant Access -- for Public Relations, 9/E
Wilcox & Cameron
©2009  |  On-line Supplement; 612 pp  |  Access Code Required  |  Live
ISBN-10: 0205626114  |  ISBN-13: 9780205626113
Online purchase price: $85.00  |  Students, buy access Take a Tour  |  More Info

MyCommunicationLab with Pearson eText -- Instant Access -- for Public Relations, 9/E
Wilcox & Cameron
©2009  |  Pearson  |  Website; 704 pp  |  Live
ISBN-10: 0205626122  |  ISBN-13: 9780205626120
Online purchase price: $85.00More Info

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MyCommunicationLab CourseCompass with Pearson eText -- Standalone Access Card -- for Public Relations, 9/E
Cameron, Wilcox & Ault
©2009  |  Pearson  |  Access Code Card; 612 pp  |  Out of Stock
ISBN-10: 0205652999  |  ISBN-13: 9780205652990
Suggested retail price:  $109.33Net price: $82.00  (What's this?)More Info

MyCommunicationLab CourseCompass with Pearson eText -- Valuepack Access Card
Pearson
©2008  |  Pearson  |  Access Code Card  |  Instock
ISBN-10: 0205521282  |  ISBN-13: 9780205521289
Suggested retail price:  $26.67Net price: $20.00  (What's this?)More Info

MyCommunicationLab with Pearson eText -- Standalone Access Card -- for Public Relations, 9/E
Cameron, Wilcox & Ault
©2009  |  Pearson  |  Access Code Card; 704 pp  |  Out of Stock
ISBN-10: 0205653006  |  ISBN-13: 9780205653003
Suggested retail price:  $109.33Net price: $82.00  (What's this?)More Info

MyCommunicationLab with Pearson eText -- Valuepack Access Card
Pearson
©2009  |  Pearson  |  Access Code Card  |  Instock
ISBN-10: 0205683770  |  ISBN-13: 9780205683772
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MyCommunicationsLab -- Instructor Access Code
Allyn & Bacon
©2008  |  Pearson  |  Digital Access Code  |  Available
ISBN-10: 0205545114  |  ISBN-13: 9780205545117
URL: http://www.pearsonhighered.com/catalog/aiv/customerType?catalog_code=mycommunicationlab-ab
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PowerPoint Presentation for Public Relations: Strategies and Tactics, 9/E
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©2009  |  Pearson  |  On-line Supplement  |  Live
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Wilcox & Cameron
©2009  |  Pearson  |  On-line Supplement  |  Live
ISBN-10: 0205611397  |  ISBN-13: 9780205611393

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Test Item Files for WebCT (Download only) for Public Relations: Strategies and Tactics
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MyCommunicationLab CourseCompass with Pearson eText -- Instant Access -- for Public Relations, 9/E
Wilcox & Cameron
©2009  |  On-line Supplement; 612 pp  |  Access Code Required  |  Live
ISBN-10: 0205626114  |  ISBN-13: 9780205626113
Online purchase price: $85.00  |  Students, buy access Take a Tour  |  More Info

MyCommunicationLab with Pearson eText -- Instant Access -- for Public Relations, 9/E
Wilcox & Cameron
©2009  |  Pearson  |  Website; 704 pp  |  Live
ISBN-10: 0205626122  |  ISBN-13: 9780205626120
Online purchase price: $85.00More Info

MyCommunicationsLab -- Instructor Access Code
Allyn & Bacon
©2008  |  Pearson  |  Digital Access Code  |  Available
ISBN-10: 0205545114  |  ISBN-13: 9780205545117
URL: http://www.pearsonhighered.com/catalog/aiv/customerType?catalog_code=mycommunicationlab-ab
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MyCommunicationLab CourseCompass with Pearson eText -- Standalone Access Card -- for Public Relations, 9/E
Cameron, Wilcox & Ault
©2009  |  Pearson  |  Access Code Card; 612 pp  |  Out of Stock
ISBN-10: 0205652999  |  ISBN-13: 9780205652990
Suggested retail price:  $109.33Net price: $82.00  (What's this?)More Info

MyCommunicationLab CourseCompass with Pearson eText -- Valuepack Access Card
Pearson
©2008  |  Pearson  |  Access Code Card  |  Instock
ISBN-10: 0205521282  |  ISBN-13: 9780205521289
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MyCommunicationLab with Pearson eText -- Standalone Access Card -- for Public Relations, 9/E
Cameron, Wilcox & Ault
©2009  |  Pearson  |  Access Code Card; 704 pp  |  Out of Stock
ISBN-10: 0205653006  |  ISBN-13: 9780205653003
Suggested retail price:  $109.33Net price: $82.00  (What's this?)More Info

MyCommunicationLab with Pearson eText -- Valuepack Access Card
Pearson
©2009  |  Pearson  |  Access Code Card  |  Instock
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MyCommunicationLab CourseCompass with Pearson eText -- Instant Access -- for Public Relations, 9/E
Wilcox & Cameron
©2009  |  On-line Supplement; 612 pp  |  Access Code Required  |  Live
ISBN-10: 0205626114  |  ISBN-13: 9780205626113
Online purchase price: $85.00  |  Students, buy access More Info

MyCommunicationLab with Pearson eText -- Instant Access -- for Public Relations, 9/E
Wilcox & Cameron
©2009  |  Pearson  |  Website; 704 pp  |  Live
ISBN-10: 0205626122  |  ISBN-13: 9780205626120
Online purchase price: $85.00More Info

Pearson Passport Link Library Files for Mass Communication
Pearson
©2012  |  Pearson  |  On-line Supplement  |  Live
ISBN-10: 020507619X  |  ISBN-13: 9780205076192
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Pearson Passport Link Library Files for Public Relations
Pearson & Cameron
©2012  |  Pearson  |  On-line Supplement  |  Live
ISBN-10: 0205075967  |  ISBN-13: 9780205075966
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Pearson Passport Student Access Code Card for Public Relations (for valuepacks)
Pearson
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Pearson Passport Student Access Code Card for Mass Communication (for valuepack)
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Pearson Passport Student Access Code Card for Mass Communication (Standalone)
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Pearson Passport Student Access Code Card for Public Relations (Standalone)
Pearson
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ISBN-10: 0205075959  |  ISBN-13: 9780205075959
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Public Relations Study Site
Allyn & Bacon
©2009  |  Pearson  |  Website  |  Live
ISBN-10: 0205618146  |  ISBN-13: 9780205618149
This online resource is available at no cost at http://www.pearsonpublicrel.com.
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Allyn & Bacon Digital Media Archive for Communication, Version 3.0, 3/E
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CPS RF Classroom Performance System
eInstruction
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ISBN-10: 020577864X  |  ISBN-13: 9780205778645
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iClicker Classroom Response System
iClicker & Allyn & Bacon/Longman
©2008  |  Pearson  |  Electronic Supplement  |  Available
ISBN-10: 0205594506  |  ISBN-13: 9780205594504
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InterWrite PRS RF (Personal Response System)
InterWrite PRS & Allyn & Bacon/Longman
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MySearchLab -- Standalone Access Card
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News Resources for Mass Communication -- Access Code Card
Allyn & Bacon
©2006  |  Pearson  |  Access Code Card  |  Instock
ISBN-10: 0205491235  |  ISBN-13: 9780205491230
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Pearson Allyn & Bacon Film Study Site Update (open Access)
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What Every Student Should Know About Avoiding Plagiarism
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What Every Student Should Know About Citing Sources with APA Documentation: Updated for APA Sixth Edition, 2/E
Anderson, Carrell & Widdifield
©2010  |  Pearson  |  Paper; 80 pp  |  Instock
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What Every Student Should Know About Citing Sources with MLA Documentation, Update Edition
Greer
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What Every Student Should Know About Listening
Brownell & Wolvin
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What Every Student Should Know About Practicing Peer Review
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What Every Student Should Know About Preparing Effective Oral Presentations
Cox
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What Every Student Should Know About Procrastination
Hoffman
©2008  |  Pearson  |  Paper; 64 pp  |  Instock
ISBN-10: 0205582117  |  ISBN-13: 9780205582112
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What Every Student Should Know About Researching Online
Munger & Campbell
©2007  |  Pearson  |  Paper  |  Instock
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What Every Student Should Know About Study Skills
Pearson Longman
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What Every Student Should Know About Using a Handbook
Murray
©2009  |  Pearson  |  Paper; 80 pp  |  Instock
ISBN-10: 0205563848  |  ISBN-13: 9780205563845
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MyCommunicationLab CourseCompass with Pearson eText -- Instant Access -- for Public Relations, 9/E
Wilcox & Cameron
©2009  |  On-line Supplement; 612 pp  |  Access Code Required  |  Live
ISBN-10: 0205626114  |  ISBN-13: 9780205626113
Online purchase price: $85.00  |  Students, buy access Take a Tour  |  More Info

MyCommunicationLab with Pearson eText -- Instant Access -- for Public Relations, 9/E
Wilcox & Cameron
©2009  |  Pearson  |  Website; 704 pp  |  Live
ISBN-10: 0205626122  |  ISBN-13: 9780205626120
Online purchase price: $85.00More Info

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MyCommunicationLab CourseCompass with Pearson eText -- Standalone Access Card -- for Public Relations, 9/E
Cameron, Wilcox & Ault
©2009  |  Pearson  |  Access Code Card; 612 pp  |  Out of Stock
ISBN-10: 0205652999  |  ISBN-13: 9780205652990
Suggested retail price:  $109.33Net price: $82.00  (What's this?)More Info

MyCommunicationLab CourseCompass with Pearson eText -- Valuepack Access Card
Pearson
©2008  |  Pearson  |  Access Code Card  |  Instock
ISBN-10: 0205521282  |  ISBN-13: 9780205521289
Suggested retail price:  $26.67Net price: $20.00  (What's this?)More Info

MyCommunicationLab with Pearson eText -- Standalone Access Card -- for Public Relations, 9/E
Cameron, Wilcox & Ault
©2009  |  Pearson  |  Access Code Card; 704 pp  |  Out of Stock
ISBN-10: 0205653006  |  ISBN-13: 9780205653003
Suggested retail price:  $109.33Net price: $82.00  (What's this?)More Info

MyCommunicationLab with Pearson eText -- Valuepack Access Card
Pearson
©2009  |  Pearson  |  Access Code Card  |  Instock
ISBN-10: 0205683770  |  ISBN-13: 9780205683772
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MyCommunicationsLab -- Instructor Access Code
Allyn & Bacon
©2008  |  Pearson  |  Digital Access Code  |  Available
ISBN-10: 0205545114  |  ISBN-13: 9780205545117
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• MyCommunicationLab CourseCompass with Pearson eText -- Standalone Access Card -- for Public Relations, 9/E
  Cameron, Wilcox & Ault
  ©2009  |  Pearson  |  Access Code Card; 612 pp  |  Out of Stock
  ISBN-10: 0205652999  |  ISBN-13: 9780205652990
  Suggested retail price: $109.33  Net price: $82.00  (What's this?)Brief Description  | 

  

  MyCommunicationLab for Public Relations is a state-of-the-art interactive and instructive solution for public relations courses, designed to be used as a supplement to a traditional lecture course, or to completely adminster an online course. The site gives you and your students access to a wealth of resources all geared to meet the individual teaching and learning needs of every instructor and every student.

  With the standard MyCommunicationLab resources of an E-book, multimedia, video clips, activities, research support, practice tests, and exam, MyCommunicationLab for Public Relations addionally includes a portfolio builder, PR campaign building activities, as well as assignable case studies.  These valuable resources all serve to engage students and prepare them to enter the world of public relations with confidence.

  More Info
  

• MyCommunicationLab with Pearson eText -- Standalone Access Card -- for Public Relations, 9/E
  Cameron, Wilcox & Ault
  ©2009  |  Pearson  |  Access Code Card; 704 pp  |  Out of Stock
  ISBN-10: 0205653006  |  ISBN-13: 9780205653003
  Suggested retail price: $109.33  Net price: $82.00  (What's this?)Brief Description  | 

  

  MyCommunicationLab for Public Relations is a state-of-the-art interactive and instructive solution for public relations courses, designed to be used as a supplement to a traditional lecture course, or to completely adminster an online course. The site gives you and your students access to a wealth of resources all geared to meet the individual teaching and learning needs of every instructor and every student.

  With the standard MyCommunicationLab resources of an E-book, multimedia, video clips, activities, research support, practice tests, and exam, MyCommunicationLab for Public Relations addionally includes a portfolio builder, PR campaign building activities, as well as assignable case studies.  These valuable resources all serve to engage students and prepare them to enter the world of public relations with confidence.

  More Info
  

• Public Relations: Strategies and Tactics, Books a la Carte Plus MyCommunicationLab, 9/E
  Wilcox & Cameron
  ©2009  |  Pearson  |  Multiple Media Package  |  Instock
  ISBN-10: 0205626130  |  ISBN-13: 9780205626137
  Suggested retail price: $105.87  Net price: $79.40  (What's this?)Brief Description  | 

  

  For today's busy student, we've created a new line of highly portable books at affordable prices. Each title in the Books à la Carte Plus program features the exact same content from our traditional textbook in a convenient notebook-ready, loose-leaf version – allowing students to take only what they need to class. As an added bonus, each Books à la Carte Plus edition is accompanied by an access code to all of the resources found in one of our best-selling multimedia products. Best of all? Our Books à la Carte Plus titles cost less than a used textbook!

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• Public Relations: Strategies and Tactics, CourseSmart eTextbook, 9/E
  Wilcox & Cameron
  ©2009  |  Pearson  |  Electronic Book; 612 pp  |  Available
  ISBN-10: 0205646867  |  ISBN-13: 9780205646869
  Online purchase price: $60.99Brief Description  | 

  

  CourseSmart eTextbooks are a creative digital solution that offers the freedom and convenience of online, offline, and mobile access using a single platform. With a CourseSmart eTextbook, students can:

  • search the text

  • make notes online

  • print out reading assignments that incorporate lecture notes

  • bookmark important passages for later review

  • save money. As an alternative to purchasing the print textbook, students can subscribe to the same content online for a significant discount off the suggested list price of the print text.

  For more information, or to subscribe to the CourseSmart eTextbook, visit www.coursesmart.com (for customers in U.S. and Canada) or www.coursesmart.co.uk (for customers in Europe, Middle East, and Africa).

  More Info  |  Students, buy access
  

Pearson Higher Education offers special pricing when you choose to package your text with other student resources. If you're interested in creating a cost-saving package for your students contact your Pearson Higher Education representative.